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Three Keys to Crafting Successful Print Ads

Want to create print ads that get results? Below are three
keys to get you started.

1. Write for the eye. Print ads are visual. Therefore, craft
ads with the eye in mind.

Eyes are kind of picky, though. So, here's a checklist of what
eyes like and don't like:

* A catchy headline that encourages them read more.

* Art, such as photos, illustrations, clip art, shapes, etc.
Eyes like art. When you create the ad, create words AND the
visual at the same time. Words and visuals should work
together.

* Designed in an interesting, intriguing, attention-getting
manner. Eyes like that. Remember, graphic designers are your
friends. If you don't have training in graphic design, I strongly
urge you to hire a graphic designer to create your ad. The
results will be well worth it.

* White space (blank space in the ad). Eyes like white space.
Eyes don't like print ads stuffed with words and/or art. Those
ads look way too difficult to read and comprehend. So eyes will
skip over those ads and find other open, clean ads to look at.
(And if they do, you might as well have never bought the ad in
the first place.)

2. Write for the busy eye. Nobody is reading a newspaper
because they want to see your ad. (Okay, your mother is the
exception.) People are reading the paper because they want
information. Reading your ad is an afterthought. So, they aren't
going to spend a whole heck of a lot of time on it.

A common mistake is asking print ads to do too much. To be
successful, print ads must:

* Capture the attention of your potential customers,
* Encourage those potential customers to remember what you want
them to do,
* Then persuade them to actually do it.

That's a lot to ask for one little print ad.

Print ads should have one message and one message only. The
more "extras" about your business you start throwing into the ad,
the more convoluted the ad is going to become, and the less
likely your potential customers will act upon your ad.

Now at this point you may be thinking "Okay. We need one
message. That message should be to get my potential customers to
buy something, hire my services, donate money, become a
volunteer, etc. Right?"

Well?

For one thing, that's a pretty big leap for your potential
customers. Getting potential customers to buy without first
developing a relationship with them is, again, asking an awful
lot for one little print ad. You might be better off inviting
potential customers to take one small step in the buying process.
For instance, stopping in the store for a free gift, logging on
to your Web site to enter a contest, putting their names on your
mailing list, trying a demo version of your product, etc. Let
them get to know you.

3. Keep your target market in mind. Your message should be
focused on your customers' needs, not your own. Getting customers
to buy your products and services is YOUR need. How your products
or services solve your customers' problems is THEIR needs. See
the difference?

That's why so many retail stores have sales. They're effective
because they're solving a need (saving customers money). But
saving money is not the only need. There are many others.

You should also think about ways to add value without
bargaining on price (this position can backfire). Contests, free
gifts, free reports, free food -- stuff like that. Think outside
the box. And use that value as a way to set yourself apart.

Creativity Exercises -- Learn by example

One of the best ways to learn how to craft successful print
ads is to study what's out there.

Get out a newspaper or a magazine and open it. See where your
eyes go. What ads attract your eyes? What ads drive them
away?

Which ads have headlines that intrigue you? Graphics that
capture your attention? Copy that encourages you to find out
more? Why?

Now look at ads that do nothing for you. Why don't you like
them? Are they too cluttered? Too difficult to understand? Have a
headline that makes you yawn?

Sometimes you can learn as much, if not more, from bad
examples as you can from good ones.

Michele Pariza Wacek owns Creative Concepts and Copywriting, a
writing, marketing and creativity agency. She offers two free
e-newsletters that help subscribers combine their creativity with
hard-hitting marketing and copywriting principles to become more
successful at attracting new clients, selling products and
services and boosting business. She can be reached at http://www.writingusa.com.
Copyright 2004 Michele Pariza Wacek.

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